Abstract

BUITRAGO BETANCOURT, Jeffer Darío. COMMUNICATING CORPORATE SOCIAL RESPONSIBILITY (GSR): THE CASE OF COM PAÑIES IN THE CENTRAL SAVANNA PROVINCE OF CUNDINAMARCA, COLOMBIA. Innovar [online]. 2021, vol.31, n.80, pp.97-112.  Epub June 12, 2021. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v31n80.93667.

This research sought to examine the use of websites and social networks for the corporate communication of corporate social responsibility (CSR) by companies located in the Central Savanna province of the department of Cundinamarca. An exploratory methodology with a qualitative approach and content analysis techniques was applied for reviewing the corporate websites and social networks of 369 companies located in five municipalities of this province. Results show that large and medium-sized companies far exceed micro and small ones in using these channels to communicate their CSR actions. However, in general, the communication levels on this issue are low in all companies, regardless of their size. Another relevant conclusion is that, compared to companies in other sectors, mining companies are those with a lower share in the communication of their CSR actions on the web and social networks, which is paradoxical, since these enterprises regularly cause greater social pressure due to the possible impacts of their economic activity and, therefore, it would be expected that they use such means to favor their reputation.

Keywords : Corporate communication; corporate websites; Central Savanna province; social networks; corporate social responsibility.

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